De uitersten van persona’s

We kennen allemaal de Johnny’s en Marina’s als kenmerkende beschrijving een maatschappelijke doelgroep. Op zich lijkt dit een beetje denigrerend, maar tegelijk zegt het veel over het omschrijven van je doelgroep, marktsegment, focuspubliek,… Kortom, jouw persona’s om toe te passen in je marketingpositionering. Altijd handig om niet alleen je communicatieacties op af te stemmen, maar om met dit beeld je aanbod correct te houden.

Als voorbeeld, aan het andere eind van het spectrum, hier een omschrijving vanuit de luxe-industrie. Daar spreken ze echter niet over Johnny en Marina, maar van Henry en Henrietta. Met dank aan Jen King van Luxury Daily.

HENRYs, and Henriettas, earn an annual income of more than $100,000, but have yet to establish $1 million in investable assets.

With an average age of 43, the HENRY demographic makes up 13 percent of households in the United States, a number that is sure to continuously increase as millennials become more established.

The group on average makes $136,000 per year and controls $214,000 in average assets. At first glance, HENRYs look to be financially stable, but due to student loans and other living costs, the demographic has struggled to establish nest eggs.

To demonstrate how credit reliant the HENRYs are, IXI Services (a division of Equifax), sized their spending habits up against affluent households with more than $1 million in investable assets. The typical HENRY has an average balance of $126,000 in mortgage dues, $10,000 and $12,000 in auto and student loans, respectively, and bank and retail debt of $9,000.

Without considering mortgage credit allocation, HENRYs have less bank and retail debt compared to an affluent household. HENRYs pay about 26 percent of their incomes, compared to 24 percent of affluent households.

But, HENRYs pay much more in student auto loans than their affluent household peers. On average, HENRYs pay 35 percent and 31 percent of their incomes to student and auto loans, whereas for affluent households the rate is 25 percent and 29 percent, respectively.

Although HENRYs balance sizable debts, they also spend somewhat freely for an average of $68,000 annual discretionary spending per household. Discretionary spending among HENRYs includes online shopping, eating at restaurants at least once a week, vacationing often and enjoying athletics as well as personal services such as manicures.

By generation, millennial HENRYs’ discretionary spending totals $86,000 whereas older Gen-X and baby boomer HENRYs average $67,000 and $60,000.

"HENRYs are attractive because they include representatives from multiple generations," Ms. Bourgeois of IXI said. "Different qualifications, such as the age of the consumers and the presences of children, will impact how much discretionary spending a HENRY household has, as well as how they behave, shop and consume media.

"Tapping into a segment of HENRYs with high discretionary spending capabilities could dramatically lift sales for a luxury marketer," she said.

See the infographic below: